Here’s all the industry news you missed this year

We know you’re busy. But we also know that you like to stay up-to-date on what’s hot in the CPG industry. As the holiday cheer rises and emails slow, take a few moments to check out all the articles we’ve published this year and beyond.

E-commerce trends by category

In 2017, we focused on e-commerce trends and how selling online has impacted nearly every sector of retail. We even compiled our findings into a matrix with predicted growth and insights based on extensive research. If you missed it, you can find all the blog posts here and the matrix here.

Direct-to-consumer trends

Have you noticed a spike in D2C companies? Startups are selling everything from mattresses to prescription eyeglasses to makeup to razors directly to the consumer. We wanted to know more about this model and analyze the pros and cons of a manufacturer selling this way.

Finally, we know that everyone is trying to compete with Amazon. It may seem like a lost cause, but check out this post before you give up. It’s the story of how QVC is putting up a fight to compete with the shopping giant.

What do you want to read in 2019?

We’ve enjoyed digging into e-commerce and D2C to bring you relevant industry insights. What do you want to know more about? What information would help you grow in 2019? Drop us a line and let us know. Your idea may just show up in a future blog post!

About Ironbridge Software

Ironbridge Software was founded in 1989 by Mike Dickenson. Mike’s unparalleled expertise and passion for technology led him to create the first-ever analytical solution for the Consumer Packaged Goods Industry.

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From the Blog

After more than a year without the giant toy retailer, U.S. residents will once again have a chance to shop at Toys...

After more than a year without the giant toy retailer, U.S. residents will once again have a chance to shop at Toys ‘R’ Us for the holiday season. The retailer, now owned by TRU Kids Brand, announced that it will return to two brick-and-mortar locations in time for the 2019 holiday season.
You can read more about the deal and the new locations here. In terms of retail strategy, why would TRU try to return to the U.S. market when it formerly closed all 735 locations? It seems that the retailer is banking on a new sales approach.
The new TRU has partnered with experiential retailer B8ta to create in-store experiences. In a rather cynical article, Gizmodo writes: “Instead of just being rows and rows of shelves stocked with what kids actually want, the new Toys R Us stores will be more like interactive playgrounds with pre-planned events and activities every day, and the opportunity to play with a handful of toy samples.”
On the one hand, this switch in strategy may spark renewed interest in the retailer. Afterall, the two locations set to open (one in New Jersey and the other in Houston) are both located in shopping malls. Consumers need a good reason to walk into a physical store these days, let alone a mall. Perhaps this new model will draw buyers in for both the experience and the nostalgia. But critics pose that the original model of stocking loads of toys was working for TRU. The reason the company failed had little to do with its sales strategy and everything to do with its massive amount of debt. So why change the one thing that was actually working?
TRU still has 900 stores abroad in Canada, Europe and Asia. If this year’s experiential experiment goes well, the retailer plans to open more U.S. locations next year.
What do you think of TRU? Do you think it’s a giant work resurrecting or something better left as a fond memory? Let us know your thoughts in the comments section!
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Do you ever consider changing up your business model? Want more accurate data insights to help you make decisions big and small?Contact Ironbridge today to learn more about our suite of products.
Written by Kim Kelly Consulting

Once upon a time, factoring retail pricing was as easy as choosing a fixed margin, adding it to your cost of production...

Once upon a time, factoring retail pricing was as easy as choosing a fixed margin, adding it to your cost of production and printing out the price tag. “Cost plus” pricing is still a popular strategy for many retailers and manufacturers, but the dawn of e-commerce has once again complicated things. Your customer now has all the tools at their disposal to price compare within seconds. There are even apps that let consumers check to see if they’re getting the best price. So what are manufacturers to do? How do you price effectively and keep your brand and bottom line in tact?
One strategy is to use value-based pricing. This model factors price based on the value you offer the customer, not necessarily a fixed profit margin. The trick to value-based pricing, is calculating that value. For most brands, you’ll need to do extensive market research and demographic studies to learn about your customers and what holds value to them.
Ironbridge Software has found that one of the best ways to keep tabs on your customers and their values is to leverage your own data and cross reference demographic data. You can purchase demographic data from providers like Nielson and use it to gain insights on your customers. Your own data can reveal what is selling and how often. Use this information along with insights on your customers (such as age, income, location and much more) and you’re well on your way to drilling down on that value question. Ironbridge’s suite of programs can help you integrate all of these findings and even display them in dashboards that make sense to your team.
One brand that is pricing based on value is the clothier Everlane. Everlane provides pricing right on their website. They actually give customers a chart for select items that details production cost, labor, etc., and a calculated “true cost.” They call this “radical transparency” and then compare their prices to traditional retailers. So customers see that they’re paying as much as a 50% markup, but they also see what a traditional retailer may charge (i.e. much more). For Everlane customers, the transparency and ethical element of the brand holds enough value to pay the markup.
So what happens when you sell on a third-party site such as Amazon or Walmart? This is when your data and that of your competition is imperative. You need to monitor your sales in real-time to catch the moment a product starts to slip. If a competitor drops their price, they may see a surge of Amazon traffic or even be chosen as “Amazon’s Choice.” This could really hurt your sales, so having that information available immediately is key. Ironbridge’s NetBench will help you see these trends so your team can adjust prices to compete within a specific site’s search results.
Furthermore, Ironbridge’s software tools can search customer reviews on third-party sites. Ever notice how customer reviews talk about price? A customer might say “this is really great quality for the low price.” Or, in contrast, a customer might comment “this felt cheaper than I’d expected and wasn’t worth the price.” Gathering this customer feedback is imperative to your brand’s strength and can also help inform price adjustments. Ironbridge’s software suite can analyze this type of review data and deliver valuable insights for your team.
Pricing is a tricky business, but it doesn’t have to be daunting. Using your own customer data and a value-based approach, you can successfully compete in today’s high-speed online market.
Are you ready to take your pricing strategy to the next level? Contact Ironbridge today to learn more about our suite of products.
Written by Kim Kelly Consulting

You can’t survive in today’s business climate without social media marketing. While the cost to entry (i.e. setting up an account) is...

You can’t survive in today’s business climate without social media marketing. While the cost to entry (i.e. setting up an account) is low, the upkeep of a social media strategy takes significant resources. In relation to the seven P’s of marketing (read our take on that here), social media marketing is definitely a part of promotion.
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But how do you know if you’re achieving results? This brings up the question of performance. Like all facets of your marketing strategy, social media requires tracking specific metrics--such as customer conversions on your website--and tying them back to business goals.
Most social media platforms allow companies some insight into their reach. Facebook gives company pages a fairly detailed dashboard with data and attributes on your “fans.” You can always track your number of followers, as well as comments, retweets, mentions and the like. But no social media platform can tie into your various data sources. You need a partner to help make sense of all the disparate data sources.
In an article published by the social media management program Hootsuite, the authors list 19 metrics you can use to measure your social media strategy. Some are easy to calculate (such as post reach and audience growth), but others require competitors’ data. Social share of voice (SSoV) for instance, is the share of your brand’s mentions versus those of competitors. If you’re lucky enough to only have a few competitors, you may be able to track this on your own. More likely, you have a lot of competitors to keep track of and it is nearly impossible to track all the mentions without an automated system. Luckily, plenty of companies aggregate and sell this data. But what then? You need one place to collect disparate data sources from your own products and that of competitors. That place is Ironbridge’s Netbench. Now you can truly see your SSoV and so much more.
“A lot of manufacturers know they should be leveraging their e-marketing data, but they don’t know where to begin,” says Mike Dickenson, CEO of Ironbridge Software. “We bridge those gaps for our clients,” he adds.
One of the challenges of working with big data is, of course, that it’s big. All of our digital activity generates data and it can be overwhelming to put so much information to use. That’s why Netbench takes the metrics you care about and make the data work for you. With real-time capabilities, you can access your dashboard as often as you need to and make data-driven decisions. What do these decisions look like?
Let’s say your company is using several social media platforms to market a product. Your team can track which social media posts are tied to increased sales. Netbench can let you know that your Instagram video of a product application performs really well; and you can direct your team to produce more of that type of content. Sure, Instagram will show how many views you received, but only a product like NetBench can track actual sales that correlate to that content.
Is your social media strategy tied directly to revenue goals? If not, it’s time to get serious about this tool. Contact Ironbridge today to learn more about our suite of products.
Written by Kim Kelly Consulting